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Lecturer(s)
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Šramová Blandína, doc. PhDr. Ph.D.
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Course content
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1. Segmentation. 2. Targeting, positioning. 3. Consumer segmentation according to criteria: geographic, demographic, geodemographic. 4. Consumer segmentation according to criteria: psychographic, generational, behavioral. 5. Culture, values. 6. Tradition, region. 7. Social factors: groups, family. 8. Social factors: status, role. 9. Personality factors. 10. Psychological factors. 11. Attitudes. 12. Lifestyle. 13. Consumer purchasing decisions.
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Learning activities and teaching methods
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- Home preparation for classes
- 25 hours per semester
- Participation in classes
- 10 hours per semester
- Preparation for examination
- 40 hours per semester
- Term paper
- 25 hours per semester
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| prerequisite |
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| Knowledge |
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| To know the basics of marketing and marketing communication |
| To know the basics of marketing and marketing communication |
| Skills |
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| Critical thinking and the ability to compare, analyze and synthesize |
| Critical thinking and the ability to compare, analyze and synthesize |
| learning outcomes |
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| Knowledge |
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| Knowledge of segmentation criteria |
| Knowledge of segmentation criteria |
| Knowledge of the basic characteristics of consumer segmentation according to different criteria |
| Knowledge of the basic characteristics of consumer segmentation according to different criteria |
| Overview of consumer behaviour by culture |
| Overview of consumer behaviour by culture |
| Overview of consumer behaviour by value orientation |
| Overview of consumer behaviour by value orientation |
| Consumer behaviour by lifestyle |
| Consumer behaviour by lifestyle |
| Skills |
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| Define segmentation criteria |
| Define segmentation criteria |
| Analyse the consumer behaviour of a selected target group |
| Analyse the consumer behaviour of a selected target group |
| Design a communication campaign for the specified product and selected segment |
| Design a communication campaign for the specified product and selected segment |
| Analyse and critically evaluate communication activities aimed at the selected segment |
| Analyse and critically evaluate communication activities aimed at the selected segment |
| Design communication activities for the selected segment with respect to lifestyle, value orientation and culture |
| Design communication activities for the selected segment with respect to lifestyle, value orientation and culture |
| teaching methods |
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| Knowledge |
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| Monologic (Exposition, lecture, briefing) |
| Monologic (Exposition, lecture, briefing) |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Skills |
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| Individual work of students |
| Individual work of students |
| Analysis of a presentation |
| Analysis of a presentation |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| assessment methods |
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| Knowledge |
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| Analysis of seminar paper |
| Analysis of seminar paper |
| Written examination |
| Written examination |
| Analysis of the student's performance |
| Analysis of the student's performance |
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Recommended literature
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BAČUVČÍK, Radim. Spotřebitelské typologie: nákupní chování na trzích zboží a služeb 2015. Zlín: VeRBuM, 2017. ISBN 9788087500903.
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GENTINA, Elodie a PARRY, Emma. The new generation Z in Asia: dynamics, differences, digitalization. U.K.: Emerald Publishing Limited, 2020. ISBN 9781800432208.
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CHADT, Karel. Psychologie trhu a chování spotřebitele. Praha: Wolters Kluwer, 2023. ISBN 978-80-7676-638-9.
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Koudelka, Jan. Spotřebitelé a marketing. Praha: C.H. Beck, 2018. ISBN 9788074006937.
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SCHIFFMAN, Leon G. a WISENBLIT, Joseph. Consumer behavior. Harlow, England: Pearson, 2019. ISBN 978-1-292-26924-5.
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SOLOMON, Michael R. Consumer behavior: buying, having and being. Harlow, England: Pearson, 2020. ISBN 978-1-292-31810-3.
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SOLOMON, Michael R., Soren ASKEGAARD, Margaret K. HOGG a Gary J. BAMOSSY. Consumer behaviour: a European perspective. 2019. ISBN 978-1-292-24542-3.
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VYSEKALOVÁ, Jitka a kolektív. Chování zákazníka. Jak odryt tajemství "černé skřínky". Praha: Grada, 2011. ISBN 9788024735283.
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